BANGKOK | Thailand is increasingly using its food, film, music, fashion, festivals, Muay Thai and wellness industries as tools of soft power, seeking to turn the country’s cultural appeal into greater tourism, international influence and economic opportunities.
The strategy has gained momentum as Thailand faces stronger competition from neighboring destinations and follows the growing global influence of Asian cultural exports led by South Korea and Japan. CNN reported that Thailand is now seeking to build its own cultural wave, sometimes referred to as the “T-wave,” by presenting familiar aspects of Thai life to international audiences through entertainment and tourism.
The Thai government established the National Soft Power Strategy Committee in 2023 under then Prime Minister Srettha Thavisin. The initiative initially identified 11 major areas of focus, with later government programs covering a broad range of cultural and creative industries including food, film, music, fashion, festivals, tourism and sports.
Film has become one of the most visible parts of the strategy. Thailand has introduced incentives for international productions, including cash rebates linked to local spending and employment. CNN reported that productions including HBO’s “The White Lotus” and “Jurassic World: Rebirth” have used Thailand as a filming location, helping expose the country’s landscapes and destinations to international audiences.
The impact of entertainment on tourism has also become increasingly measurable. CNN reported that searches for Koh Samui rose 88 percent and tourism to the island increased by 300 percent following the release of the third season of “The White Lotus,” which was filmed partly in Thailand. Tourism officials have attributed part of the renewed interest to international entertainment exposure.
Thai popular culture is also reaching audiences through internationally known personalities. Lalisa “LISA” Manobal, a member of BLACKPINK, has become one of the most prominent examples. Her international career and use of Thai cultural imagery have helped bring elements of Thai identity to global audiences. CNN cited academics who compare the role of LISA in promoting Thailand’s image with the influence of Korean pop stars in South Korea’s cultural expansion.
Food remains another major pillar. In August 2026, the Thai government said the country ranked seventh globally in the “food the world loves” category of the Global Soft Power Index 2026. It launched the “The Lost Taste” initiative to document and promote 231 local dishes considered at risk of disappearing, linking culinary heritage with cultural tourism and local economic development.
Muay Thai has likewise been incorporated into the country’s international cultural strategy. In 2024, the Thai Cabinet approved 275.65 million baht for a national Muay Thai soft-power program covering training, competitions, international promotion, certification and related industries. Government officials said the program was intended to expand the sport’s global reach while creating economic opportunities for fighters, trainers, businesses and related products.
Thailand’s approach also extends to wellness. The country’s tourism authorities have promoted traditional herbal practices, spas, retreats and other wellness experiences as part of a broader effort to attract visitors seeking health and lifestyle tourism. CNN reported that Thailand is positioning wellness as another area in which its existing cultural strengths can support the tourism economy.
The concept of soft power was developed prominently by American political scientist Joseph Nye to describe the ability of a country to attract and persuade rather than rely primarily on coercion. Thailand’s current strategy applies that idea largely through cultural and commercial appeal, with the government seeking to convert international interest in Thai culture into tourism, exports and creative-industry growth.
The strategy faces a longer-term question: whether cultural popularity can produce sustained economic and international influence beyond tourism. Analysts cited by CNN said Thailand has substantial cultural advantages but that lasting results will depend on policy implementation, investment and broader economic development.
The government’s more recent programs show that the strategy is continuing beyond individual tourism campaigns. In 2026, Thailand and France also agreed to promote cooperation in creative industries, including fashion, film and cuisine, under a proposed 2026 to 2028 partnership framework.
For Thailand, the objective is increasingly clear: turn things that have long attracted visitors, from street food and Muay Thai to beaches, cinema and music, into a coordinated cultural and economic asset that can strengthen the country’s presence in the world.
Paraluman P. Funtanilla
Paraluman P. Funtanilla is Tutubi News Magazine's Marketing Specialist and is a Contributing Editor. She finished her degree in Communication Arts in De La Salle Lipa. She has worked as a Digital Marketer for start-up businesses and small business spaces for the past two years. She has earned certificates from Coursera on Brand Management: Aligning Business Brand and Behavior and Viral Marketing and How to Craft Contagious Content. She also worked with Asia Express Romania TV Show.
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
